Pengaruh terpaan iklan instagram @kopikenangan.id dalam mempromosikan kampanye #ngopidirumah terhadap keputusan pembelian = The influence of advertising exposure on Instagram @kopikenangan.Id in promoting #ngopidirumah campaign toward to purchasing decision

Rosa, Priskila Mara (2021) Pengaruh terpaan iklan instagram @kopikenangan.id dalam mempromosikan kampanye #ngopidirumah terhadap keputusan pembelian = The influence of advertising exposure on Instagram @kopikenangan.Id in promoting #ngopidirumah campaign toward to purchasing decision. Bachelor thesis, Universitas Pelita Harapan.

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Abstract

Fenomena pandemi Covid-19 membuat pemerintah menerapkan kebijakan pembatasan sosial berskala besar (PSBB) yang mewajibkan masyarakat untuk dapat beradaptasi dengan aktivitas yang serba online termasuk aktivitas membeli makanan dan minuman serta melarang masyarakat menikmatinya secara dine-in. Hal ini membuat Kopi Kenangan menggaungkan kampanye #ngopidirumah melalui media sosial Instagram dengan mengedepankan konten iklan yang menarik agar setiap orang yang terpapar iklan tersebut tertarik untuk melakukan keputusan pembelian. Penelitian ini menguji teori AIDDA dengan metode kuantitatif deskriptif yang bertujuan untuk mengukur seberapa besar pengaruh terpaan iklan kampanye #ngopidirumah terhadap keputusan pembelian. Pengumpulan data dilakukan melalui penyebaran kuesioner terhadap 100 responden (pengikut Instagram Kopi Kenangan). Teknik analisis data dilakukan dengan beberapa tahapan yaitu, uji normalitas, validitas, reliabilitas, dan regresi linier sederhana. Hasil uji korelasi menunjukkan adanya korelasi yang signifikan antara kedua variabel dimana terdapat nilai r sebesar 0,69 dan p <0,001. Besarnya pengaruh diperoleh dari hasil uji regresi sebesar 48,3%. Sisanya sebesar 51,7% dipengaruhi oleh faktor lain yang tidak diteliti. Melalui tahapan analisis tersebut, hasil penelitian ini menunjukkan bahwa terpaan iklan kampanye #ngopidirumah berpengaruh secara signifikan terhadap keputusan pembelian. / The phenomenon of the Covid-19 pandemic made the government implement a large-scale social restriction (PSBB) policy which requires people to be able to adapt to online activities including buying food and drinks and prohibiting people from enjoying it dine-in. This makes Kopi Kenangan echo the #ngopidirumah campaign through Instagram by promoting attractive advertising content so that everyone exposed to the ad is interested in making a purchase decision. This study examines the AIDDA theory with descriptive quantitative methods which aimed to measure how much influence the exposure of #ngopidirumah campaign advertisement towards on purchasing decisions. Data collection was carried out by distributing questionnaires to 100 respondents (Kopi Kenangan’s Instagram followers). The data analysis technique was carried out in several steps, that is normality test, validity, reliability, correlation coefficient, and simple linear regression. The results of the correlation test showed that there was a significant correlation between two variables where there was an r value of 0.69 and p <0.001. The amount of influence obtained from the regression test results of 48.3%. The remaining 51.7% is influenced by other factors which not examined. Through these steps of analysis, the results of this research indicate that the #ngopidirumah campaign ad exposure has a significant effect on purchasing decisions.

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